- Title
- The climate change debate in Australia: how Facebook use cultivates perceptions of 'us against them' among social groups
- Creator
- Sansom, Jarrod
- Relation
- University of Newcastle Research Higher Degree Thesis
- Resource Type
- thesis
- Date
- 2024
- Description
- Research Doctorate - Doctor of Philosophy (PhD)
- Description
- George Gerbner’s cultivation theory based on the tripartite model, comprising institutional process analysis (i.e. production), message system analysis (i.e. content), and cultivation analysis (i.e. effects), offers a holistic approach to media effects research, but its application has faded over time. Gerbner’s vision for cultivation theory was grander than the outcome as applications have only used one or two aspects of the framework. In addition, cultivation research has been criticised for failing to consider the contextual factors that predispose the attitudes formed through media exposure. This research project applies cultivation research in a holistic way. It understands cultivation theory as a complex media effects theory offering insight into the relationship between the structures of a communication medium and the agency of its users based on a contextual approach to meaning. This study explores the effects of Facebook use through the lens of cultivation theory. It concentrates on the topic of climate change as a current and contentious social issue and is part of a growing body of knowledge surrounding cultivation theory in the era of social media. Gerbner’s cultivation theory posits that heavy television viewers, compared to light viewers, are more likely to converge towards consensus on social issues. In applying cultivation theory to the Facebook system, it is possible to see that heavy Facebook use does not encourage consensus among diverse users but rather cultivates perceptions of ‘us against them’ among social groups. This case study research was conducted using Gerbner’s tripartite model. A discussion of Facebook’s business model, organisational structure, platform features, algorithmic system, acquisitions, and rebrand took place (i.e. institutional process analysis). Quantitative content analysis was used to analyse posts and comments featured on the Climate Change LIES and Extinction Rebellion Australia Community Pages (i.e. message system analysis). Qualitative interviews were also undertaken with 12 followers from each page (i.e. cultivation analysis). Therefore, the current project adopts a holistic approach to cultivation research by exploring the power relationship between Facebook production, content, and effects situated in a particular context. Analysis of the data obtained from these mixed methods, as well as an examination of cultivation, Facebook, and climate change literature, shows that there is a link between increased Facebook use and division between environmentalists and sceptics (i.e. believers and deniers of anthropogenic climate change). This study contends that users’ attitudes towards climate change are predisposed due to various contextual factors (e.g. age, sex, education, and political ideology) and Facebook use can further constrain opportunities for users to negotiate meanings about climate change and groups who think differently to them about this issue. Furthermore, it aims to demonstrate that a significant factor contributing to ‘us against them’ attitudes between social groups on Facebook is the over-emphasis on competing political ideologies at both the human and institutional levels.
- Subject
- cultivation theory; effects; Facebook use; climate change debate; mainstreaming; 'Us Against Them'
- Identifier
- http://hdl.handle.net/1959.13/1510601
- Identifier
- uon:56433
- Rights
- Copyright 2024 Jarrod Sansom
- Language
- eng
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